Market Your Business by Participating in Trade Shows and Events

As a consultant and frequent organizer of technical textile conferences, including Techtextil-Symposium North America, speakers, conference registrants, exhibitors, attendees and even other consultants frequently ask me: Why should I attend?

This amazes me as the answer seems so simple, and it’s what I’ve been practicing for more than 20 years. So here are my top five reasons for participating in industry trade shows and events:

#1 – Stay up to date
It’s crucial to know what is going on in your industry. Trade shows, such as Techtextil, are ideal ways of doing that, especially in these rapidly changing times. Take in the symposium but, equally important, listen to the show buzz as you walk the floors. Read the trade publications that put out special show coverage. Pick up the press releases and other literature. All the information from players – big and smaller – that you need can be found at shows.

#2 – Take advantage of the unique environment
Where else can you find suppliers, see who is doing what, discover new ideas or concepts that may be relevant or adapted to what you are doing, get information to determine trends, meet international visitors, and, most importantly, network with industry colleagues? And, that’s all under one roof without traveling to make multiple visits and with no interruptions from the daily work routine.

I still recall a comment I heard from an attendee at an automotive textiles conference who told me “I don’t care” what was talked about. He came to network and be with colleagues in the industry in a non-threatening, non-competitive environment.

# 3 – Consider it an investment that will pay off
Being at an exhibit/conference can cost money, to be sure, but not doing so can also be expensive in lost business. Positioning yourself to those who may be interested in what you are doing and making valuable contacts is often cost- effective and well worth far more than the raw cost of your participation.

# 4 – See and be seen
As a consultant, and someone who pays my own expenses to most things, I have to determine which of the many events may be of greatest value to me. I have a number of “must-attend events.” Others may be marginal. For consultants, exposure is important – see and be seen.

It is the same for companies. Participating in trade events is a form of marketing, which is the weakest link in many companies. You may have great expertise and products, but if no one knows about your company or your product, it is not likely you’ll succeed. It is surprising to me how many people don’t want to network and market themselves and their companies.

#5 – Don’t be afraid of competitors, they already know
“Why should I tell or show my competitor my secrets?” is a common retort. To be honest, if your competitor doesn’t know what you are doing, then they aren’t much of a competitor and you shouldn’t worry – or maybe they don’t need to worry about you. No show organizer expects you to give away company secrets.

Speaking at a conference is a great forum to position your company as the expert in the area. Similar results are to be realized for exhibitors as well. I find the premier companies in a field, small or large, are most often not at all intimidated at showing off their company and their new products or what they are doing. That should tell us something.

Bottom line: Take every opportunity to show off your company, your products, even yourself. Speak, exhibit, write articles, give interviews, contribute technical articles to journals, be an industry spokesman, participate in trade groups – and encourage your employees to do so. It’s an investment that will really pay dividends.

So the next time, you hear someone come up with an excuse for not attending a trade show, remember these reasons. I’m sure you’ll come up with more from your own experiences.

See you at Techtextil North America 2008 and its Symposium!